![]() "It's actually dubbed – you get the Billy Connolly-style accent in Japan, though I don't know how that would turn out."īrave stars a host of established Scottish names including Billy Connolly, who plays King Fergus, Kelly Macdonald, best known recently for No Country For Old Men, who plays the red-haired heroine and princess Merida, and Robbie Coltrane, who provides the voice for Lord Dingwall. "It launches in 72 countries around the world, it's orientated to a younger market that as a tourist organisation we would potentially struggle to reach, and it's particularly clever in non-English-speaking countries. ![]() "It's a stretch to say people will see and immediately say 'wow, I must go to Scotland', but it incorporates many of the themes that work in different markets," Cantlay said. The film's depiction of the Scottish Highlands and its castles, while embellished and exaggerated, was based on weeks of location work by Pixar. #BRAVE HEART CARTOON FREE#He believes the film will plant fruitful seeds in the minds of its largely young audience, offering an image of Scotland free from drug-abuse, midges and depressing B&Bs. Industry executives believe Brave will be the top-selling family DVD on the market this Christmas, Cantlay said. ![]() #BRAVE HEART CARTOON MOVIE#Mike Cantlay, VisitScotland's energetic chairman and the architect of this unusual deal, believes the movie offers an unprecedented opportunity that goes far beyond Brave's theatrical release in 72 countries. Scores of influential film writers, movie critics and bloggers were flown into Edinburgh last week for a five-day expenses-paid "junket" at two five-star hotels in the city to watch the movie, interview its stars and enjoy all the stereotypical trappings that Scotland can offer.Īfter a lavish dinner on Friday evening, the following day they were coaxed with promises of free whisky, a high tea, story-telling and bagpipes onto a chartered private train ride for the day to the southern Highlands, dubbed the Brave Express. The first minister will also attend its European premiere to close the Edinburgh international film festival on 30 June. The Guardian's critic Peter Bradshaw gave it just one star.īacked heavily by the first minister, Alex Salmond, who hopes to harness the movie to boost his political agenda to push Scotland's profile worldwide, VisitScotland is cross-promoting Brave in the US and Asia, reaching into China and Japan, and launching a Brave-themed primetime television campaign in the US.Īdding to the government's stamp on the marketing campaign, Salmond will attend the film's premiere in Los Angeles on 18 June, at the start of the LA film festival, as he embarks on a trade mission across California. The tie-up is thought to be unique for Disney, and could prove doubly useful for the studio – its previous blockbuster, John Carter, was a great disappointment. The agency believes its Brave-themed Discover Scotland campaign could increase tourism in Scotland by £140m a year. VisitScotland has set aside £7m for a global advertising blitz to piggyback on Brave's launch in 72 countries this month, a budget which dwarfs its normal campaign spending. ![]() So much so that Scotland's tourism agency is mounting one of the largest marketing campaigns in the industry's history to exploit Brave's global appeal and harness the reach of Disney, the multibillion-dollar entertainment giant which earned $40bn (£26bn) last year. Pixar's 13th title is its first with a female lead, and with its heroic themes focusing on a rebellious, bow-wielding girl, voiced by the Trainspotting supporting actress Kelly Macdonald, some suggest it may even be a feminist epic. ![]()
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